After a decline in the previous year, deodorants retail value sales recovered in 2021 as the economy reopened in the second half of the year. Despite the lockdowns in the first months of the year and safety measures in several regions, including largest Province of Ontario, retail volume and value sales growth was boosted by consumers returning to workplaces and partaking in social events again, while younger demographics returned to school and children’s social activities resumed.
Stick deodorants continued to be the most popular deodorant category in Canada, despite the growth of deodorant pumps. Sticks offer convenience and ease of use in a portable format.
Unilever Canada Inc maintained its leading position in deodorants in value terms in 2021 and increased its value share slightly. Unilever offers three strong deodorant brands which are well known amongst consumers – Axe, Degree, and Dove – all of which enjoy strong distribution and wide consumer availability.
Over the forecast period, deodorants is set to record low but improved constant retail value sales growth in comparison with the review period. Although work-from-home and stay-at-home trends are likely to extend into the early forecast period, sales growth at 2021 prices is expected to rebound.
Premium deodorants will remain a niche but is expected to make rapid gains over the forecast period, especially as the trend for natural ingredients strengthens and as consumer desire for luxury products resume. It is expected that constant retail value sales growth will be relatively slow in the short term and see more robust growth as the economy stabilises and consumers resume higher levels of discretionary spending.
British Columbia-based brand Pinch Skincare offers its green, natural aluminium-free deodorant in biodegradable containers made of cardboard. This highlights the commitment to sustainability, not only through the product, but the packaging as well.
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Includes deodorants and antiperspirants in cream, pump, roll-on, spray, stick and wipe format. Also included are body splash products and splash colognes, used specifically post-shower for extra freshness. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set these products are excluded.See All of Our Definitions
This report originates from Passport, our Deodorants research and analysis database.
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